A summary of thinking on measuring the value of marketing

Abstract

Scholars have been developing and evaluating schemes for measuring the performance of marketing activities for the past half-century. This paper traces the evolution of research in marketing performance measurement. It discusses the movement from financial measurement to non-financial measures, and examines the marketing asset and customer-focused approaches to performance measurement. Managers desiring a comprehensive picture of marketing performance should draw on a number of these perspectives. All measures should be evaluated in the content of the organisation's strategy and customer and competitor benchmarks. [ABSTRACT FROM AUTHOR] Copyright of Journal of Targeting, Measurement & Analysis for Marketing is the property of Palgrave Macmillan Ltd. and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)